Despite early rumors suggesting that Samsung might finally leave plastic behind for the Galaxy S5, and deliver a smartphone carved from a chunk of metal, last month saw the company launch another plastic handset. What about those rumors claiming that there might be some “premium” version of the GS5 that would separately deliver a metal body? We recently saw those shot down by J.K. Shin himself. But now HTC is here with its new One, a phone that not only has top-shelf components inside, but a metal exterior that delivers the same refined flavor outside. Unsurprisingly, HTC is taking advantage of the position it finds itself in to criticize Samsung for its seeming inability to move beyond plastics.

HTC America President Jason Mackenzie had some choice words to say about Samsung in an interview this week, calling Samsung “a company that’s focused on investing in advertising” rather than on advancing its smartphones, a choice “that’s evident when you look at that product.”

While Mackenzie acknowledges that some shoppers just don’t care about whether or not their phones are cheap-feeling, HTC is “going after a different customer, someone who wants the best.”